veszelszki, Ágnes 3rd visual learning lab international conference budapest, 07. 12. 2012
TRANSCRIPT
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PROMISCUITY OF IMAGES. MEMES
FROM AN ENGLISH-HUNGARIAN
CONTRASTIVE PERSPECTIVE
Veszelszki, Ágnes
3rd Visual Learning Lab International ConferenceBudapest, 07. 12. 2012
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Agendainternet memes as
conglomerates of image and textDawkins’ + Dennett’s
meme theory (memetics) funny pictures + mutations = memes? case studies:
meme faces meme series: two sports events in 2012
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Memetics ~
Meme Theory
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Memetics = Meme Theory
evolutionary biology variability heredity/replication different suitability
memes: complex ideas: new-fangled replicators (Dawkins) units of cultural transmission / imitation
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Memetics (Dawkins 1993, 2005, 2008)
requirements for spreading of (biological & computer) viruses: (almost) identical copies of the information obey instructions
performed by genes in organisms programs on computers
“the human mind can be regarded as a friendly environment for parasitic and self-copying ideas and information, minds can become really badly infected”
selfish gene: cultural phenomena become wide-spread
not because they are true, but because they efficiently propagate themselves
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Memetics (Dennett 1990, 2008)
units of replication mimemes / memes ~ gene, memory, Fr. même
examples: tunes, ideas, catch-phrases, clothes fashions, ways of making pots or of building arches
memes travel from mind to mind through imitation; leap promiscuously from vehicle to vehicle, from medium to medium
reason of their spreading: “replication is not necessarily for the good of anything” replication itself
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Internet memesDarwinian theory of evolution Dawkins’ original concept of meme cultural gene unit of culture spreading through
imitation any type of picture, text, audio/video
based content which spreads in the internet
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Internet memesphenomenon, concept, text, picture or
the combination of text and picture; spreads in the internet
content: joke, gossip, picture, web site, web link and news/hoax…
gossip effect (~ orality)topicality immediate reaction to eventscapability to spread rapidly:
social media (like, share, retweet, repin…)collection of memes
e.g.: 9gag.com, knowyourmeme.com, memebase.cheezburger.com, demotivation.us
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Case studies
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Case studiespicture-text combinations impossible to understand
without background knowledge or textual comment
examples: 1. meme characters, meme faces 2. European Football Championship 3. London Summer Olympics
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1. Meme faces
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Y U No guyI TXT U Y U NO TXT BAK? =
I text to you why don’t you text back?(grammatically) incorrect language,
abbreviations used in text messagingreflect on political, social or popular
culture issues: background knowledge
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Trollfacetrolling: destructive behaviour,
disturb multi-participant virtual communications, insulting remarks, irrelevant comments
cheeky wink
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2. The Balotelli meme of the European Football
Championship 2012Italian footballer Mario Balotelli, pose
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Balotelli Meme30 examples > 5 textual information
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Balotelli: Hungarian example
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Balotelli: English example
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3. Memes: London 2012 Summer
Olympics > 70 different Olympic memes
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Olympics: the Queen
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McKayla Maroney is not impressed
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Bolting
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Summary
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Aims of producing internet memes
entertainmenthumour
(9gag slogan: “Just for fun”)mocking of a social-political phenomenonadvertising community building
(cf. Nescafé)mobilizing computer users
(cf. President Obama’s campaign)
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All you need is like!Thank you for your attention.
Ágnes Veszelszki, www.veszelszki.hu